Adidas’ ‘Impossible Is Nothing’ campaign aims to inspire and capture the loyalty of women by sharing inspiring stories and driving gender inclusivity. How can brands provide practical solutions to real-world challenges and address the barriers that women face in accessing sports?

The surging popularity of women’s sports is leading more and more brands to back athletes through investments and sponsorships. Fans are increasingly vocal about the need to address discrimination in the sports industry and want brands to prioritize allyship over return on investment.

The digital media landscape has transformed how people engage with sports, turning passive viewers into active followers and broadening fan bases around the world. How has Formula One tapped into these shifts, and how may other sports brands and organisations similarly expand their reach?

DDB has revealed that major search engines are reducing the visibility of female athletes through inaccurate information, perpetuating gender inequality within the sporting world. There's a responsibility for brands to identify and remove gender bias and lead with more inclusive representation.